After the success of their previous campaigns, one of the greatest tennis players of our generation, Novak Djokovic, has once again teamed up with Jacob’s Creek, the world’s most awarded winery, on a series entitled ‘Who Makes You’. This campaign gives a rare glimpse into the life of the international tennis champion, with Novak talking candidly about the people that have contributed to his astounding success and made him who he is today.

Inspired by the concept of it’s not what makes you, it’s who, the latest series explores the greatest influences in Novak’s life: the people around him. ‘Who Makes You’ spotlights some of the most significant people that have contributed to Djokovic’s journey and accomplishments. The films feature his brother Marko, wife Jelena and pays tribute to some of his most significant opponents.

Jacob’s Creek celebrates authentic spirit and passion and has produced the intimate portraits of Novak’s life to reveal the people behind the talented sportsman. The insightful films are the third installment of the successful ‘Made By’ films series by Jacob’s Creek, which have been viewed over 17 million times since first released in 2014.

Marko Djokovic – a brotherly bond

The first film captures Novak’s incredibly close connection with his brother Marko and the inner strength that Novak takes from their relationship. Marko said, “family is very important to us and we have been through a lot together. I’m his number one supporter.”

Jelena Djokovic – a powerful love

In this film Novak reveals the impact his wife Jelena has had on him. He discusses the power of love, revealing that before knowing his wife he knew of love for family, life and sport but that she brought a new type of love to his journey, making him a better man. Jelena said, “watching Novak change as a person has been inspiring. He has grown so much, both personally and professionally, since we first met as teenagers.”

His opponents – a driving force

In the third film Novak pays tribute to his rivals and competitors, naming Federer, Nadal and Murray as direct contributors to his growth and success as a player. Their intense competition and rivalries “have always made me improve, made me get better, made me understand what I need to work on and who I need to become in order to come out on top”.

Commenting on the films, Novak said, “we all have people in our lives who make us who we are today. Strength, both physical and mental and the perseverance needed to push on when others give up, comes from the people, places and passions that we come across on our journeys. Working with Jacob’s Creek on these films gives me the chance to highlight the special people in my life and how they’ve shaped and guided my story.”

Derek Oliver, Global Marketing Director of Jacob’s Creek said, “Jacob’s Creek celebrates authenticity, a quality that Novak embodies completely. The new films have allowed us to capture some extraordinary, honest moments between Novak and the people who have influenced him, giving us an insight into what makes Novak who he is. We hope that this campaign inspires people to consider the significance of family, friends and encourages them to come together with the people that are most important to them.”

Jacob’s Creek officially launched the video series with an intimate event in Melbourne, just in time to welcome Novak to Australian for the upcoming Australian Open.

Visit the Jacob’s Creek website to find out more about their collaboration with Novak Djokovic.

About The Author

Lisa Teh

Lisa Teh is the Editor-in-chief of, one of Australia's top fashion, beauty and lifestyle resources. She has worked on campaigns with brands including David Jones, Myer, Mecca Cosmetica, Simone Perele, Lenovo and L'Oreal. She recently appeared in Couturing's exclusive Australian Fashion Week reality web series, The Frow, alongside top industry names including Toni Maticevski and Maybelline Creative Director Nigel Stanislaus.

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